Surinderjit Jassell
FCMA CGMA, MBA, MSc, PGDip MMT, PGDip (Oxfd.), BA (Hons)
Founder & Principal Advisor, JASSELL Advisory
Former Board Director • Named Inventor • Strategy & Innovation Consultant & Advisor • University Lecturer
Listen to Meet the Founder (3 min) • Narration: The experience and perspective behind JASSELL Advisory
For more than 30 years, I have worked across the complete product and business lifecycle, creating, making and commercialising health-related products internationally. My experience spans identifying opportunities, leading R&D and creating patented products through to manufacturing, regulatory approval, international commercialisation, scale-up, business maturity and Board-level leadership.
Alongside this industry experience, I lecture at university across a range of postgraduate Strategy and Innovation subjects, helping me stay engaged with contemporary thinking and the challenges businesses face in an increasingly complex, volatile and technology-driven world.
Together, this practical experience, a strong track record of product success and continuous learning have shaped how I think about creating the right products, the right way, and building and strengthening the capabilities, structures and systems required to enable innovative products to succeed in global markets.
I founded JASSELL Advisory to apply and extend this experience across HealthTech, MedTech and Wellbeing, helping product-led startups, scaleups and established businesses increase the probability of product success. I advise founders, leadership teams and investors as they create, commercialise, scale, improve and renew products, while building and strengthening the capabilities, structures and systems that enable those products to succeed.
30+ Years Health-Related Product Experience • Board Leadership • Named Inventor • International Product Commercialisation
Professional & Academic Credentials
FCMA CGMA: Fellow of the Chartered Institute of Management Accountants
MSc International Finance: The Open University
MBA: The Open University
PGDip Strategy & Innovation: University of Oxford
PGDip Manufacturing Management & Technology: The Open University
BA (Hons) Industrial Product Design: Kingston University
Product Strategy & Innovation in Practice
My experience has involved taking health-related products from opportunity and unmet need through innovation, development, manufacturing and regulatory approval to international commercialisation and scale.
The following are three examples from a much broader portfolio.
i-gel® Supraglottic Airway
Product Innovation • Development • Manufacturing • Scale
Developed during my career as Director of Product Development for a multinational medical device business, i-gel® involved product innovation, materials and manufacturing technology through to scale-up. It evolved into a complete product family spanning neonatal, paediatric and adult applications, with further product lines extending its functionality and clinical benefits.
v-gel® Veterinary Supraglottic Airway
Research • Invention • Product Development • International Commercialisation
As co-founder and named inventor, I led the creation and commercialisation of v-gel® from unmet need and research through invention, product development, manufacturing and international commercialisation. The species-specific approach to veterinary airway management initially developed into product families for cats and rabbits, and subsequently dogs.
Watertrap
Product Innovation • Manufacturing Strategy • Cost & Performance Improvement
I invand led the redesign of this patented high-volume medical device from concept through engineering, manufacturing and regulatory approval. Product architecture, mechanism innovation and manufacturing strategy reduced unit cost from approximately £0.48 to £0.11, while improving sealing performance, reliability and scalability
A Broader Product Strategy & Innovation Portfolio
These examples form part of a much wider portfolio spanning respiratory care, anaesthesia and medical device systems, from identifying and evaluating opportunities through to product innovation, development, manufacturing, regulatory compliance, commercialisation and scale.
The Experience That Shape My Advice
Listen to What Makes the Experience Distinctive (3 min) • Narration: How experience across the product lifecycle translates into better strategic judgement
My advice draws on experience across the interconnected areas involved in creating, commercialising, scaling and sustaining successful products. Rather than treating these as separate disciplines, I bring them together to understand the wider strategic and business context in which product decisions are made.
Product Strategy & Innovations
Experience spanning opportunity identification, research, product and portfolio strategy, innovation, product development and commercialisation. This helps me assess not only what should be created, but whether it addresses a meaningful need, creates value and has the foundations required to succeed.
Business, Commercial & Enterprise Strategy
Board-level and financial experience encompassing business strategy, investment decisions, pricing, costing, commercial viability and enterprise performance. As an FCMA CGMA, I bring a strong commercial and financial perspective to product strategy and innovation decisions.
Manufacturing, Operations & Scale
Hands-on experience designing and developing manufacturing systems, tooling, automation, supply chains and international operations. This enables me to consider how product and strategic decisions translate into feasibility, cost, quality, scalability and reliable delivery in the real world.
Governance, Risk & Regulation
Experience working within regulated medical device environments, including quality management systems, regulatory approval and international compliance. This brings an understanding of how governance, risk, regulation and quality need to be considered alongside innovation rather than after it.
Organisation & Leadership
Experience progressing through operational, managerial, executive and Board-level roles, including building teams, developing capabilities and leading international programmes. This helps me consider the organisational capabilities, structures, leadership and ways of working required to turn strategy into sustained performance.
My perspective is further informed by experience and continued learning across customer and user experience, digital transformation, AI, programme delivery and international markets, together with university teaching in contemporary Strategy and Innovation.
Building the Systems Behind Product Success
My experience extends beyond developing individual products. I have also helped build and strengthen many of the capabilities, systems and infrastructure required to create, manufacture, commercialise and scale them successfully.
This has included establishing ISO 13485 quality management systems, supporting international regulatory approvals, introducing CAD/CAM and advanced product development technologies, and developing an advanced injection mould tooling facility in Lithuania.
I have also developed manufacturing capabilities and international supply chains, including operations in China and other markets, introduced automated assembly systems, and supported distribution across Europe, North and Central America and the Far East.
Alongside the physical and operational systems, I have led the technical, market and financial evaluation of product opportunities, including costing, pricing, capital investment and programme decisions, while recruiting and developing teams to support international growth.
This experience reinforced a lesson that continues to shape my work today: successful innovation requires more than creating a good product. Businesses also need the capabilities, structures and systems that enable that product to succeed. Meet The Founder 02.09.2026
Product innovation, materials and manufacturing technology through to scale-up. Developed during my career as Director of Product Development for a multinational medical devices firm, i-gel evolved into a complete product family spanning neonatal, paediatric and adult applications, with further product lines extending its functionality and clinical benefits.
What This Experience Means for You
Listen to What This Means for You (3 min) • Narration: How experience translates into practical strategic support for your business
What Others Say
The perspective I bring to JASSELL Advisory has been shaped not only by the products, businesses and systems I have worked on, but by the people I have worked with along the way.
“Surinderjit is a true expert in his field, clearly demonstrated by the long list of products he has created that have gone on to become huge global market successes.”
Aiden Kennedy BSc, MBA
Former General Manager, Intersurgical (Guernsey) Ltd
“I found Surinderjit to be honest and genuine in his interactions with end users. He inspires trust, encourages honest feedback and follows through on what he says he will do. His ability to understand users’ needs properly and fully is clearly second nature to him.”
Dr Lois Wetmore
Professor of Veterinary Medicine
Tufts Cummings School of Veterinary Medicine, Massachusetts, USA
“I found Surinderjit likeable, with the ingenuity and good business sense that enabled him to consistently produce products that delivered a positive impact and sold very well in global markets.”
Danius Ciuplys
Director, Lithuanian International Airports